Started reading a cool new book yesterday: Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage by Pat Fallon and Fred Senn, cofounders of Fallon Worldwide. Fallon has been the source of some of the most creative marketing efforts over the last 25 years including the Holiday Inn Express ads, Lee Jeans with the little doll in them, and the BMW internet film campaign. In fact, the book is a collection of the stories behind some of their more memorable and important campains. You can see some of the best examples here.
What sets Fallon apart? It may be their commitment to what they call, "Creative Leverage," "combining the thoroughness of the left brain and the artistry of the right." I’m reminded of Daniel Pink’s A Whole New Mind.
Right out of the gate my attention was caught by a set of principles they’ve used to "increase their success rate in solving marketing and branding problems (p. 10)." Principles always catch my eye because they’re often really helpful discussion launchers. Check out Fallon’s 7 principles of creative leverage:
- Always start from scratch.
- Demand a ruthlessly simple definition of the business problem.
- Discover a proprietary emotion.
- Focus on the size of the idea, not the size of the budget.
- Seek out strategic risks.
- Collaborate or perish.
- Listen hard to your customers (then listen some more).
Juicing the Orange is off to a good start. I can already see how this will pay off for many of us. If you’re trying to get the word out about your organization, why not pick up the book here and join the conversation?